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Prior research highlights the extent to which consumers largely appreciate the possibility to choose among different digital touchpoints during the in-store experience, which results in a pervasive introduction of digital touchpoints as the first point of contact between retailers and consumers. However, consumers also give value to the human interactions in the service channels. The previous studies do not conclusively indicate the best balance of digital and human services. The purpose of this paper is to understand consumer-facing in-store services in new technology-enriched retail settings.,A qualitative approach involving face-to-face semi structured interviews was applied. To this end, the authors recruited 26 participants in Northern Italy between October and November 2017.,Results reveal motivations, preferences and discouraging factors leading consumers’ interactions with digital or human touchpoints. Findings ultimately provide useful guidelines to managers on understanding consumers’ attitudes toward digital vs human touchpoints phenomenon.,By identifying the key drivers of either digital and human touchpoints selection in offline retail settings, the present study figured out the attributes playing the crucial role in determining consumers’ preference regarding the in-store alternatives. Findings allow a further greater clarification of the practical issues, with emphasis on the new of human–machine integration.

Touchpoints are defined as points of contact within an experience design. This definition describes all the ways someone engages in an experience that has been painstakingly designed for them. Those…

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[vc_row css=”.vc_custom_1532524176479{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column][layerslider_vc id=”1″][/vc_column][/vc_row][vc_row css=”.vc_custom_1575914595645{padding-top: 10% !important;padding-right: 3% !important;padding-bottom: 10% !important;padding-left: 3% !important;}”][vc_column][vc_column_text] Who We Are Since 2011, TouchPoint Support Services has provided hospitality with heart. As the first combined acute care food service and environmental services provider, we offer our patients and guests a seamless hospitality experience … Continue reading ""

To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey.

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BiographyEpisode SummaryKey MilestonesAdditional Resources Biography Mark DiMassimo (Creative Director) is Chief of DiMassimo Goldstein, an “inspiring a

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